Types of Ads Available
DFP differentiates between two types of ads:
- Priority (based on time/duration)
- CPM (based on price)
For priority based campaigns the following priorities can be set:
- Standard
The most common priority for ad campaigns. Should be used as default.
- Premium
The only reason to use premium ad campaigns would be to accelerate the speed of delivering a campaign. The premium ad will run roughly 10 times for every standard ad in rotation. Use this priority only if you need to deliver more impressions or a client is saying that they are not seeing enough of their ads in rotation. You would not want to run ads as premium but would use the standard ad campaign.
- Exclusive
If any ad is marked as exclusive it will not display any other types of ads. It is possible to have more than one exclusive ad running at one time in which case they would rotate evenly with the other exclusive ads. Exclusive ads can only be sold on a Cost Per Day (CPD) basis. Default is for one week but you can set any time frame, (for example a month).
For CPM campaigns:
- Remnant
Any ads not sold by a publisher's sales team. If enabled (by clicking a checkbox) in GAM the publisher would be paid for running AdSense ads.
- House
Ads run by the publisher to promote their own services such as to promote subscriptions to one of their magazines.
Read more about this topic: Double Click For Publishers By Google
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